The Aussie supermarket landscape is the most hotly contested in the world. Nowhere else do two supermarket giants control the grocery market as tightly as Coles and Woolworths do. Their stranglehold on the market is so strong that it impacts their competitors, customers and the suppliers of the many products they sell. Both Woolies and Coles seem to be locked in a constant price war, each employing a range of tactics like price promotions and loyalty schemes to win customers and gain an edge. Critics claim the price-war tactics that Woolies and Coles throw at each other are anti-competitive, but the stark reality is that the strategies of the two supermarket giants are unlikely to change anytime soon.
What is changing, however, is the demographic of the Aussie grocery shopper and the tactics that the marketers of fast-moving consumer goods (FMCG’s) companies use to attract new customers. This article will explore some of the insights of the changing Aussie grocery shopper, along with some of the tactics the FMCG marketers out there are using to win the Battle of the Aisles.